Mediaocean and Rubicon announce new direct ad partnership

Rubicon Project is to become Mediaocean’s automated guaranteed partner for its direct advertising business.

Aiming to help scale automation efforts for the direct buying sector, the deal will see the integration of Rubicon’s Orders project – which connects buyers to premium publishers – with Mediaocean’s Prisma platform.

The integration of both buy and sell-side technologies is expected to offer ‘unprecedented scale’, efficiencies and a standardised end-to-end process for billions of dollars of direct sold campaigns from global band advertisers.

“While there is exceptional progress being made, the information exchange between buyers and sellers is still afflicted with manual steps and friction,” said Mediaocean’s chief product officer, Manu Warikoo.

“The partnership with Rubicon Project will provide the largest industry-wide solution for automating direct buys, by uniting the world’s largest agency base with the most premium inventory provider. Additionally, we are bringing the power of programmatic technology to the largest segment of digital marketing among global brands and agencies: direct buying.”

Rubicon’s senior vice president of product management and strategy, Ryan Polley, added: “Our partnership and the direct benefits it will make available to both buyers and sellers globally signals a clear evolutionary shift in how media has traditionally been bought and sold, creating a new direct buying standard for the entire industry.

“We look forward to building this exciting new future for both publishers and advertisers together with Mediaocean.”